As technology has evolved in quick service restaurants (QSRs) it has done two things, 1- it has sped the world up and 2- it has created greater expectations of service from speed and accuracy to the overall experience. Naturally, when applied to the drive-thru, it is important to have clear messaging accompanied by a thoughtful set up for the signage to achieve this. Giving thought to every stop in a customer’s “drive-thru journey” is critical to your success.
The main drive-thru unit is sometimes the third or fourth touch point from a messaging perspective. There are several ways to educate both road traffic and those who have entered your parking lot that A- you have a drive-thru and B- where you can find it. First, if you have a roadside sign, it should be clear that you have a drive-thru. That alone will draw some people in who would otherwise continue. Next, it is a combination of painted arrows on the concrete or asphalt and double-sided directional signage pointing to the customers toward the drive-thru lane. Then, in some cases there is a clearance bar with a height restriction on the pole. Most clearance bars swivel when hit so to not cause major damage to customer vehicles. Beyond the clearance bar your customer is now “committed” to the drive-thru lane. In most cases, there is nowhere to peel off. The final stop before hitting the main drive-thru unit may be a presell menu board that is often used to highlight specials or promote limited time offers (LTOs) or make announcements.
Once past the presell board, you may hit a canopy or speaker post with a “stop” sign on it. Now you’ve arrived at the position to order. At the time your customer hits the main drive-thru unit, the legibility becomes incredibly important. Cluttered, dim, taped over, unorganized menus can significantly slow down the ordering process. Not only does this cause angst for the customers but can begin to frustrate those waiting behind them. Digital drive-thru do a lot to combat these issues. With day-parts you can lessen the “information overload” trying to be displayed and minimize the overall footprint of the signage. When your drive-thru begins to look like a cross between a bodega and a billboard, you’re in trouble.
While often a part of a digital drive-thru or on a separate screen, you’ll have the order confirmation board (OCB). These screens play-back the order as they are entered into the POS system. While order accuracy remains at the mercy of the folks preparing the food, the time saved by not having to repeat full orders adds up to quite a bit over the course of weeks, months and a year. It also adds a layer of peace of mind to your customer who can visually see that the best intentions are being put forward for order accuracy.
Locations vary from one to another. Some have a pay window, others do not. Some are dual lane, others are not. In any case, beyond the ordering point there are more sign indicators that should be introduced to assist your customers. The following are examples of such signs depending on your “lay of the land.”
- “payment window”
- “mobile pickup”
- “pull forward”
- “stop and wait for clearance”
- “pickup window”
- “wait here”
- etc…
These signs go a long way in managing your traffic to minimize any potential bottlenecks and to ensure customer safety. In a lot of cases there is also wall space where you can line light boxes or economical, anodized snap frames with food “beauty shots,” QR codes to download your app, information about online ordering, LTOs, etc.
The second to last point of contact is the pickup window. This area should be smattered with window clings with more promotional and thank you messages. This is your last chance to leave a positive impression. Beyond the pickup window, there may be more directional signage on how/where to “exit” or where to go to the pickup parking spots if your order is taking a bit of time. These too would be identified with signage, often dawned by your logo and a spot number.
The trip through the drive-thru experience is more than mounting a sign and getting a headset system. As we’ve illustrated, there are many touch points that can help direct your customers, educate your customers, persuade your customers and give them a sense of confidence from start to finish. Equally important is the operational efficiency well positioned messaging will yield.
The drive-thru market is getting increasingly competitive. Customer satisfaction through the ordering process is what will increase the likelihood for repeat visits and can help you stand out from the crowd. The choice is yours!
Do you need help making these determinations for your business? Give us a call today at 888-235-2579, email us at info@origindisplays.com or contact us here to speak with a solutions specialist.
